From Publisher to Platform: 14 ways to get benefits from social media

download From Publisher to Platform: 14 ways to get benefits from social media

of 110

Transcript of From Publisher to Platform: 14 ways to get benefits from social media

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    1/110

    From Publisher to Platform: 14 ways

    to get benefits from social media

    Mike BrackenTechnology Director Development

    Thanks Mark, and thank you to all of you who have taken time to be here today. Let me show you a little about who we are and what we do.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    2/110

    Founded in 1821

    2nd largest English language onlinereadership

    Publishes the Guardian and the Observer and the Guardian.co.uk, & GuardianProfessional, in the education, media andpublic sectors

    We are a small company, just 1600 people, with a huge brand. We have been publishing newspapers for over 200 years, and yet in the last 3 years our use of social media

    is transforming both what we do and how we do it. Guardian.co.uk is a long time leader in the use of electronic and social media solutions. Let me show you a l ittle aboutwho we are and what we do.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    3/110

    montage

    Technology and the social relationships with a user in this country helped us to uncover the truth behind the death at a G20 rally in London. Our investment in social media

    and technology allowed us to analyse and bring to life the largest information leak of modern times. Our reporting and films behind the scenes with US servicemen andwomen in Afghanistan has won awards. And our many brands and new products, from iPhone apps to Eyewitness, have social media at their core

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    4/110

    Massive change

    Peter Sondergarrd at keynote: We have created a platform for massive change. Information will be the oil of the coming century Cloud, social, context aware and pattern

    based computing will be the 4 areas of the future. For technologists in the media industry today, there is a massive change taking place today. At its centre, this change isthe change in relationships between brands, products and the consumer. Today Im going to show you 4 areas where use of social media and technology is core to dealingwith this change, but first a quick statement of our strategy:

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    5/110

    So what do we meanby social?

    So lets define what we mean by Social.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    6/110

    Social

    Heres our definition

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    7/110

    Social = us + them/

    you

    Its starts ofbeing about us, meaning us and them, or you.

    HTTP://WWW.FLICKR.COM/PHOTOS/TOASTWIFE/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    8/110

    us + them/you =

    Mutualisation

    TOASTWIFE/

    And its the heart of Mutualisation, a phrase coined by Alan Rusbridger, our editor, to describe increasingly active relationship between us and our audience

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    9/110

    All about lowering barriers

    Its all about lowering barriers. But what sort of barriers are these?

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    10/110

    Between editorial and readers

    Well, the first ones are obvious, such as the barriers between editors and readers. In our earlier video showing a policeman pushing Ian Tomlinson, who later died, to the

    ground, this clip was sent to us by a visitor from the USA

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    11/110

    Between content producers and developers

    But its also about changing the barriers between people who produce content, and developers who consume it, embellish it and re-distribute it to new audiences.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    12/110

    Between business departments and entrepreneurs

    Its about reducing barriers between commercial departments and entrepreneurs who can use our content to make money for them and us, and about getting out of the way

    and letting them do it

    HTTP://WWW.FLICKR.COM/PHOTOS/NATIONSTUDIO/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    13/110

    The social media you may think Ill talk

    about is what the marketing departmentdoes.

    Adding a like button to your site is the beginning ofsocial...

    What social isnt for us, is what you may have thought I would be talking about today

    Just adding a Facebook Like button to your site for instance. This isnt social, its marketing

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    14/110

    The Guardian

    Huffington Post

    Huffington Post

    The Guardian

    The Guardian

    Washington Post

    To illustrate the point, here are some headlines from the day the Like button went live. As you can see, were in the information business, and its very dicult to Like a

    plane crash or indeed, and oil leak. Of course social media has its place for this, but that place is usually found in the marketing department. The social media I am here toillustrate is core to our mission, technologically advanced, commercial in nature and fundamentally about.

    HTTP://WWW.FLICKR.COM/PHOTOS/CURRYBET/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    15/110

    Social is more important to your business if it is aboutproviding a culture within your organisation where thepermission to remove and cross barriers isparamount.

    Its about people. Lowering barriers between internal and external developers, as witnessed at one of our regular Hack Day seen here.

    HTTP://WWW.FLICKR.COM/PHOTOS/PIGSAW/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    16/110

    Social is also about creating new businesses and

    revenues

    About transforming internal and externalrelationship

    Its about bringing new businesses in, and being a proper partner with them to mutualise the opportunity

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    17/110

    If social technology is implemented by you, the

    technology change agent, it is the key tounlocking huge cost savings and driving newrevenues

    Crucially, social technology is also the key to unlocking huge cost savings internally and driving new revenue creation with minimal investment up front.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    18/110

    How do you make it acore part of all you

    do?

    So how have we made it core at the Guardian? We believe there are 4 areas of social media transformation, so Im now going to give you some examples.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    19/110

    Innovation

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    20/110

    SIGNPOSTINGProducts &business

    Innovation

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    21/110

    SIGNPOSTINGProducts &business

    Innovation Organization

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    22/110

    SIGNPOSTING TechnologyProducts &Business

    Innovation Organization

    Innovation. Products & Business development. Organisation. Technology.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    23/110

    Innovation

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    24/110

    .Innovation is implicit, not a department.

    Challenge your way of working from within.

    Innovation is, as you know, a frame of mind. Its not a department. The surest way to demotivate anyone is by hiving them of in an innovation function as this is

    inherently anti-social

    HTTP://WWW.FLICKR.COM/PHOTOS/KAMSHOTS/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    25/110

    Innovation cannot be engineered

    or just delivered

    But innovation wont just arrive. You cant just pick up the phone and order 6 boxes of it

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    26/110

    Create conditions for it to flourish.

    Those conditions are human rather thanpurely technological.

    As a technology leader, you have to create the conditions for it to thrive

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    27/110

    27

    This is a panda, which like innovation is another animal which too is tough to cultivate. Its also our iPad app, and when we created it we faced a conundrum:

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    28/110

    We didnt want to release bad iPad app ormiss out on product launch.

    How could we create a great product inminimal time which would show off aspectsof new device?

    Of course, we didnt want to launch a bad application, but we wanted to be there at launch, so the challenge was to get a great product ready in a short period of time

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    29/110

    And how could we make it so compelling that our product would feature on launch advertising?

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    30/110

    Well it turns out that we had some internal prototypes. We had a product manager and an interactive developer at this for 3 days, and gave them the freedom to use

    whatever tools and resources they felt appropriate

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    31/110

    After about 2 hourstheyd made this...

    They used some classic social technology a whiteboard and Flash, and after 2 hours they had made this:

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    32/110

    And they made this. And it allowed us to get into new opportunities:

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    33/110

    Missed opportunity cost is not of not doingit, its of doing it wrong

    Not just taking part in a new platform for media,

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    34/110

    320,000 new users

    But attracting 320,000 new users. That is a few thousand more than the average daily sale of the newspaper in the UK

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    35/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    36/110

    Social Reputation:

    Everybodys talkingabout it

    And, as well see, people are saying nice things about us. This is our social reputation. But really, innovating around iPad apps is surely par for the course for a media

    company? Fair enough. But heres the flipside of innovation

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    37/110

    .Innovate the middleware & back end to

    reduce costs

    The key innovation principle is to focus this type if talent on the middleware and back end costs.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    38/110

    Make money by saving money

    Now middleware costs dont make for as attractive slides as iPad apps, but in this audience I know where your costs are hurting. Like me, youve got ever more digital

    channels, social technologies products to satisfy and yet, perhaps, uncertain rewards to come

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    39/110

    Web developers are

    often excellent atscaling middle tiers.

    Which is where Graham Tackley comes in. Graham is a very, very good web developer, from the same team as the iPad guys. Hes particularly good at understanding how

    the infrastructure and middleware of web services work, and how web services scale, and theres a reason for this:

    HTTP://WWW.FLICKR.COM/PHOTOS/

    HOWZEY/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    40/110

    They understand what users do, how usersflock and operate as a crowd and how best

    to cache and make efficiencies

    Developers like Graham understand what users do. How they interact, what they want to do on our sites and services and, crucially, how their expectations change as a

    crowd. Or put it another way they understand users social expectations far more deeply than any technology services company

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    41/110

    So what Graham did was implement memcache to reduce the number of database calls. You can see here with the big red arrow to show when it was switched on. This

    enabled us to scale spectacularly well. While our customer base doubled from 17 million to 37 million per month in 2 years, our scaling costs were expected to increase by$3.5 million in that time. Instead, we made a saving of

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    42/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    43/110

    Social technologists:There are no tiers

    What this shows is that there are no tiers in the technology organisation no separated front end and back end team competing for resources. Success is celebrated

    whether it be in the hands of the consumer or in real innovation in the infrastructure, and our people are expected to treat working on either in the same way. Socially,there are no internal tiers

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    44/110

    .Regardless of sunk cost, stop competingwith yourself.

    Kill stuff. Fail fast

    The third innovation lesson from social technology is about how to approach technology which already exists.

    HTTP://WWW.FLICKR.COM/PHOTOS/

    SONGZHEN/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    45/110

    Don't spend all your time money and

    resources reinventing wheels

    In 2007/8 we spent money building our publishing platform, so that our editors and journalists, and commercial teams, could use it. And it worked. It was our set of

    wheels, so to speak. A technology platform delivered on time and under budget, we then proceeded to turn it inside out

    HTTP://WWW.FLICKR.COM/PHOTOS/

    LOOP_OH/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    46/110

    Make a wheel factory.Build a platform for

    you and your partners to use.

    But what we realised is, in a mutualised world, our advertisers, partners and users needed to use it too, so we set about building a wheel factory

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    47/110

    Its called the Open platform, a set of APIs and data constructs, a platform for us and our partners

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    48/110

    Use the platform to speed up productdevelopment and reduce risk of tryingsomething new

    We now use this platform to speed up our product development, and by using our platform were able to innovate quickly, succeed and fail fast, and cheaply. Youve seen

    this panda before, its our iPad app

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    49/110

    And it was developed very quickly, in about 3 days, and people say nice things about it

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    50/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    51/110

    .Open up. Allow your customers & partnersto innovate with and for you. Celebrate and

    reward them

    The final innovation point. Open up its hard to innovate when all you know is yourself. As were in Florida, let me show you one quick example which may resonate

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    52/110

    At the recent UK election a third party developer created Voter Power Index, which shows the true weight of each voters power, as due to our electoral system some seats -

    as Florida was here are marginal and important, while some seats barely see a real competition for votes

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    53/110

    This application shows the relevant voting power by ratio across the UK

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    54/110

    And shows how some seats are barely competitive. We would probably not had the time or resources to build this, but it happened quickly as a result of us opening up our

    innovation capacity. And who knows, as in the UK weve just elected a coalition govt for the first time in decades, perhaps it was more important than we can guess.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    55/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    56/110

    .Empower domain specialists: Productmanagement demonstrates immediate

    success

    Weve had some great success with product management

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    57/110

    We took our existing comment system. We believe the social conversations with our users are so crucial that we invested our development resources into this platform.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    58/110

    on Thursday 16th September

    1 comment every 6seconds

    As you can see, its a very busy platform, with live engagement with hundreds of thousands of our users every day

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    59/110

    345386 users who have posted at least onecomment

    $220k CAPEX + development cost

    63 per user

    commenting

    We took this in house, saved over $300,000 as a result, and have much more control over our future in this area. Its the perfect circle for us: A decreasing cost per user,

    daily feature additions and innovation, negligible scaling costs. Enables new revenue streams.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    60/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    61/110

    .Social media is quick:

    Prototype to product speed: from 3 monthsto 3 days

    The next issue is speed. Every piece of work is categorised as 3 day, week or month

    HTTP://WWW.FLICKR.COM/PHOTOS/PDCAWLEY/

    You can now build working

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    62/110

    You can now build workingsoftware in less time than it

    takes to have the meetingto describe it.

    Simon Willison

    We knew this sort of innovation pace and thinking was possible with social media tools, but possiblydidnt appreciate just how efective this could be so quickly. Mark gave some great examples yesterday heres ours

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    63/110

    This application captured over 300,000 individual MPs expense records, and allowed our users tocrowdsource them. Suddenly, our readers can see where exactly UK MPs expense spending has gone,and take part in the reporting and classification system

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    64/110

    Hosting cost $600(no ks or ms on the end of that number)

    The crucial part of this application is not just the speed, but the cost: By using Amazon EC2 the entire hosting cost was $600. It was done in 3 days.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    65/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    66/110

    .Technology *is* business developmentA personal bugbear, but when I hear CIOs and CTOs talk about the business I know theyre failing. There is nothing more demotivating, more inherently anti-social than

    to tell developers they are not part of the core business, and if your core business is about making profits, so be it

    HTTP://WWW.FLICKR.COM/PHOTOS/WORLDECONOMICFORUM/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    67/110

    This guy knows it, but his answer is not social. One of the biggest problems to the paywall approach isthat it breaks the interlinked nature of the internet and moreover makes social distribution hard if notimpossible. If you had to ask your friend to pay when you passed them a physical newspaper for themto read a story it would seem odd. Online never imitates real life.

    HTTP://WWW.FLICKR.COM/PHOTOS/WORLDECONOMICFORUM/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    68/110

    paying forcontent

    vs

    paying for

    utilityWe dont believe he is wrong to charge for content, just that the mechanism is wrong. We believe that users will pay for functionality and utility, and our technology teamhave proved it

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    69/110

    This is the Guardian iPhone app. Its beautiful and, contrary to conventional wisdom when launched in October 2009, it charged for news. It came from the technology

    department, was developed in just over a month, and the results speak for themselves:

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    70/110

    200k+ new users

    $0.45 million+

    Over 200,000 new users and a healthy profit already

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    71/110

    Second mover advantage is often best.Understand possibilities first.

    Second mover advantage is often best.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    72/110

    Organization

    I now want to talk about the most important part of our social technology.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    73/110

    .Sit close: get to know your internalaudience

    Its how we organise ourselves.

    HTTP://WWW.FLICKR.COM/PHOTOS/PIGSAW/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    74/110

    Kings Place is a social building. Last year we moved from 8 buildings to 1, removed nearly all ocesand integrated our teams. What we efectively did was.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    75/110

    Build a social network

    Build a social network.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    76/110

    Build a social network

    out of your building.

    With our building, and its the most important part of our success. It may signal the end of the technology function. So what?

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    77/110

    .You cannot achieve long termorganizational change with hired help talent is everything

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    78/110

    28

    developers

    105contractors

    This shows the position I found in 2007, so we turned the recruiting system inside out. Peer reviews, peer recruiting and attraction of talent via social media was key. I was

    asked by one CIO here whether to turn Facebook on its a productivity problem apparently. If your people are not on Twitter and Facebook telling their peers how good itis to work there, then why not?

    HTTP://WWW.FLICKR.COM/PHOTOS/PIGSAW/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    79/110

    Talent begets talent

    But to deliver on social media its vital that the users of these technologies are a key part of thebusiness. So we invited the right sort of people who could do it to join us and work with us.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    80/110

    The people you hire

    are your newrecruiters.

    So the key message is: social media is inherently based on peer review

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    81/110

    0Technology is a first class citizen. There isno business, its you.

    Something Ive touched on already is inclusion

    Dan Meg

    HTTP://WWW.FLICKR.COM/PHOTOS/MEG/

    HTTP://WWW.FLICKR.COM/PHOTOSTOBYBARNES/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    82/110

    Once you have this talent theres no point inconstraining it to a small area where it cantdo stuff.

    Talent like Dan and Meg here require a central place in our business. Dan lead development at Flickr, the photo sharing site which is one of the primary social media

    services on the Internet

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    83/110

    After 2 months, in his words, playing with a newspaper, he delivered to me: a napkin

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    84/110

    Which, using free, social media tools and services, delivered Zeitgeist, a brand new way to show the news. Its colourful, deeply addictive and optimised for the iPad.

    Crucially, before the iPad existed

    HTTP://WWW.FLICKR.COM/PHOTOS/PIGSAW/

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    85/110

    So, rather than take it from him and give it to the marketing dept, we encouraged him to talk directly to our clients

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    86/110

    Let your talent drive,and then tell the story.

    No-one has the passion for social technologies more than those who create and use it, so let them drive

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    87/110

    Technology

    Finally, a word on technology

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    88/110

    1.Apply web 2.0 & open source to theenterprise.

    This is a no brainer

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    89/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    90/110

    We have reduced our opex costsby roughly 65% and the project

    paid for itself within the firstyear.

    Increased comms. Skills take-up. Virtual working increased. Speed and low cost of internal development on internal systems.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    91/110

    Oh, and people can

    collaborate better. Itsmore social.

    Socialising the enterprise is an absolute must. If the only way to get something done whether it be a helpdesk call or a request for investment is social, then everyone

    becomes social by default.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    92/110

    2.Find the right tools, use them. Write off theinvestments

    The other part of enterprise renewal with social media tools is the headshift to start throwing stufaway

    Sometimes you

    HTTP://WWW.FLICKR.COM/PHOTOS/BONNIERD&D

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    93/110

    So et es youneed a containership sometimes youneed a speedboat.

    Chris Thorpe

    This is Chris, one of our developer advocates, who has helped usher in the use of tools like Google appengine and various open source databases and tools

    Bring things in house whereappropriate

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    94/110

    In 2009/10, the use of social technologyto replace existing enterprise and

    license software saved 70% of the totalcost of the development

    costs of the business

    And the financial results can be staggering

    Use external resources where appropriate

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    95/110

    Use external resources where appropriate

    MPs expenses - Amazon EC2

    Zeitgeist - AppEngine

    These are some of the services we use in anger, but there are many more

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    96/110

    Compute on demandand platform agnostic

    means less cash spentand more friends.

    And crucially, these costs scale, both in terms of money, but in terms of the size of your social graph.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    97/110

    .Bench strength: open up to externaldevelopers & partners

    Finally, social media is inherently scalable

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    98/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    99/110

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    100/110

    Our social network.

    This is our social network. You should have one too

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    101/110

    .Peer reviews wins every time stick to it.People will validate your results.

    Social is important to your mission. We found that when we did the first 13, then the 14th thing to happen was validation

    HTTP://TWITPIC.COM/ELEMENTARI86

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    102/110

    This social power brought us to the attention of our Government

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    103/110

    Who, seeking to be open, gave us a hard to understand finance data set. Basically, UK PLC on a USB stick. Within a week, our social network had pulled apart COINS, and

    made the finances of the UK open to everyone

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    104/110

    And people with big amplification power notice, and use their social tools to tell others

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    105/110

    When people like this talkabout you publicly, others

    listen and influencespreads.

    And this is where influence comes from, and why Im here today to talk to you. So, if you want governments and communities to talk about you, if you want to reduce

    costs, get closer to your users and drive your business, then social media is the way to go. If you want to use the Like button from Facebook, knock yourself out, but this issocial media. Lets just recap these points:

    Innovation

    Innovation is implicit, not a department.

    Challenge your way of working from within.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    106/110

    1.2.3.

    4.

    Innovate the middleware & back end to reduce costs

    Regardless of sunk cost, stop competing

    with yourself. Kill stuff. Fail fast

    Open up. Allow your customers & partners to innovatewith and for you. Celebrate and reward them

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    107/110

    Organization

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    108/110

    8.

    9.

    10.

    You cannot achieve long term organizational

    change with hired help talent is everything

    Sit close: get to know your internal audience

    Technology is a first class citizen. There is nobusiness, its you.

    Technology

    11. Apply web 2.0 & open source to the enterprise.

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    109/110

    12.13.

    14.

    Find the right tools, use them. Write off the investments

    Bench strength: open up to external developers& partners

    Peer reviews wins every time stick to it. Peoplewill validate your results.

    i l h

  • 8/8/2019 From Publisher to Platform: 14 ways to get benefits from social media

    110/110

    Social = us +them/you

    Mike BrackenThe Guardian

    Web:www.guardian.co.ukEmail: [email protected]

    Twitter: leftback

    Social media is about us and them/you.

    http://www.guardian.co.uk/http://www.guardian.co.uk/http://www.guardian.co.uk/